As a hiring manager, 90% of applications I don't consider to be candidates at all, just spam from people with no right to work in the UK and no relevant skills or experience.
Of the actual candidates, there will always be a male recent graduate with irrelevant experience who sees great potential in our business (hey, thanks!) and asks for £100k, and a female graduate who has worked in a related business for several years and asks for £20k.
The ones who stand out in a good way are straightforward and factual. They sound like they fit in because they talk about the work in an everyday way. Too many of the cover letters will be full of breathless, gushing, fawning praise for our company. Makes it sound like they're applying for something astronomically out of their league, even when they're not.
The most annoying thing is not the candidates though - everyone is just doing their best, including the spammers - it's the recruitment department. It's frustrating as a manager to get an email from a runner-up asking politely whether there is any news - when the recruitment team were meant to send them a rejection with my detailed feedback two months ago. It's absolutely not right that candidates don't get any sort of response.
AI, meh. The shortlisting tools aren't very good so I just ignore them and do it myself.